Championship Horse Racing wanted to break into the world of mainstream sports with a brand new horse racing format: team-based and backed by big name sponsors, Formula 1-style. They needed a brand built from scratch, so came to Red Bee to draw on our combined experience across entertainment, sports and brand design.
By establishing a brand purpose and brand values, we were able to help CHR break away from the conventional horseracing industry mould and present themselves to the sporting world as an innovative and technology-driven brand.
Design Identity
Alongside the distinctive colour palette of black, white and aqua, we created two ownable brand assets: the circle in the logo multiplied by 12 to represent the teams in the competition and the “racing lines”. These devices work together to allow the brand to translate seamlessly across platforms.
To do for horseracing what Twenty20 did for cricket, CHR needed to excite audiences and turn viewers into fans. To achieve this, they first needed to showcase the pure excitement of the sport to attract sponsorship. With our new brand guidelines in place, we were able to create a dynamic website and accompanying sizzle reel to build credibility for the brand and catch the eye of potential big name sponsors.
With animation and bespoke photography, CHR has demonstrated the exhilaration of horseracing and the excitement in a team-based new racing format.
The brand launch day saw Championship Horse Racing feature on the front page of The Racing Post, sparking further UK coverage on leading sports outlets BBC Sport and Sky Sports, as well as global coverage from CNN and The Washington Post.
